SCA, the sanpro and toiletries giant, is holding a pan-European
review of its media buying and has approached a number of agencies about
a pitch for the pounds 90 million-plus account.
The Swedish paper giant is best known for its Bodyform sanitary towels
range and Kleenex toilet tissue, which together spend around pounds 10
million in the UK.
The media rethink follows an overhaul of SCA’s marketing earlier this
year. The company merged its two divisions - SCA Hygiene, which houses
the Kleenex business and Sancella SCA Molnlycke, the sanitary protection
operation - into a single pan-European company in February.
The group is looking to capitalise on efficiencies from the merger by
consolidating its media service around Europe and has already held talks
with a number of pan-European networks.
The UK account, around a tenth of the European business, is handled by
Roose & Partners, SCA’s full-service agency which handles
implementational media as well as creative, and the Negotiation Centre,
which works alongside Roose on media negotiations. On the Continent, SCA
uses Carat in a number of markets.
SCA’s marketing director, David Macfarlane, confirmed the review, but
said a decision was months away. ’We’re looking at opportunities for a
co-ordinated approach to media negotiations in all European countries
through a single negotiation agency,’ he said.